Do Whatever it Takes

Campaign: Do Whatever It Takes

Company: Virgin Mobile USA/Canada

Nonprofit Partner: Virgin Unite

Agency: mono Minneapolis

Launch Date: November 16, 2011

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Campaign Description:

Virgin Mobile's RE*Generation charitable initiative has announced a new, millennial-focused campaign – Do Whatever it Takes – to benefit homeless youth. Participants are encouraged to pledge a “whatever” – a quirky stunt (scream in a library, shave eyebrows, do a home perm) – they will complete upon meeting a donation goal. Participants can either offer a stunt or make a donation toward someone else's stunt.

Our Take:

This creative campaign does an amazing job providing a platform for millennials to harness their creative energies on behalf of their homeless peers. We like that it encourages actual donations from this constituent group, in addition to actions. Imminently fun and shareable – this is a campaign we're excited to follow.